"Perhaps the primary characteristic of any medium is its ability to impinge on our senses and connect with our processes of thought and expression. If one has no access to a medium, then one cannot send or receive its messages."
--Joshua Meyrowitz, author of No Sense of Place, 1985
MEDIUM (noun)
1. the means by which messages are made public
2. the vehicle that carries a message, as TV, radio, newspaper, magazine, book, outdoor sign, film, etc.
3. the tool and method used by an artist, as pen and ink, pencil, photography, etc.
Deciding which medium to place an ad in is one of the key decisions made in advertising. This process is part of the media strategy, the selection of where to place an ad and how long to run it. The person who makes these decisions is called a media buyer.
While you might think that TV advertising is the most popular with advertisers, it's not true. Advertisers spend more money on newspaper advertising than on TV advertising. There's no perfect medium for advertising. It all depends on your specific goal, your target audience and your budget. Students should work in teams to identify the pros and cons of advertising in each of the four formats on the accompanying worksheet.
TRY THIS! ACTIVITY
From An Advertiser's Point Of View
What are the advantages and disadvantages of each of these media? In a small group, discuss the different ways people use these media in evaluating the strengths and weaknesses of each medium in terms of its ability to get and hold the attention of readers or viewers. Summarize the major pros and cons of each of the following forms of media from the point of view of someone who is trying to persuade.
NEWSPAPERS
Pros
Cons
TELEVISION
Pros
Cons
RADIO
Pros
Cons
MAGAZINES
Pros
Cons
WEB
Pros
Cons
OUTDOOR ADVERTISING
Pros
Cons
1. the means by which messages are made public
2. the vehicle that carries a message, as TV, radio, newspaper, magazine, book, outdoor sign, film, etc.
3. the tool and method used by an artist, as pen and ink, pencil, photography, etc.
Deciding which medium to place an ad in is one of the key decisions made in advertising. This process is part of the media strategy, the selection of where to place an ad and how long to run it. The person who makes these decisions is called a media buyer.
While you might think that TV advertising is the most popular with advertisers, it's not true. Advertisers spend more money on newspaper advertising than on TV advertising. There's no perfect medium for advertising. It all depends on your specific goal, your target audience and your budget. Students should work in teams to identify the pros and cons of advertising in each of the four formats on the accompanying worksheet.
TRY THIS! ACTIVITY
From An Advertiser's Point Of View
What are the advantages and disadvantages of each of these media? In a small group, discuss the different ways people use these media in evaluating the strengths and weaknesses of each medium in terms of its ability to get and hold the attention of readers or viewers. Summarize the major pros and cons of each of the following forms of media from the point of view of someone who is trying to persuade.
NEWSPAPERS
Pros
Cons
TELEVISION
Pros
Cons
RADIO
Pros
Cons
MAGAZINES
Pros
Cons
WEB
Pros
Cons
OUTDOOR ADVERTISING
Pros
Cons